Posted in Cool Tool

Monday Morning Cool Tool: Hotjar

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favorite tools with you at the start of each week. This week I’m recommending Hotjar, a website optimization tool.

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Hotjar offers website heatmaps, scroll maps, click maps and more, alongside visitor recordings and website funnel mapping. By combining both Analysis and Feedback tools, Hotjar gives you the ‘big picture’ of how to improve your site’s user experience and performance/conversion rates.

Features include:

Heatmaps to visualize user behaviour

Understand what users want, care about and do on your site by visually representing their clicks, taps and scrolling behavior – which are the strongest indicators of visitor motivation and desire.

Visitor Recordings to see what your users see

 By seeing your visitor’s clicks, taps and mouse movements you can identify usability issues on the fly and issues they encounter.

Conversion Funnels to see where your visitors are dropping off

Find the biggest opportunities for improvement and testing by identifying on which page and at which step most visitors are leaving your site.

Price: The free plan covers businesses with up to 2,000 pageviews per day.

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Add SlideShare To Your Healthcare Marketing Strategy

Welcome to this week’s quick social media tip. Today I want you to think about how you can add SlideShare to your content marketing strategy.

Owned by LinkedIn and with over 18 million uploads and 80 million users, SlideShare is the world’s largest professional content sharing community.

Surprisingly, given how the platform is optimized for social sharing, including the ability to embed presentations (as I’ve done below), it’s often overlooked and underused in healthcare marketing.

How To Use SlideShare

1. Use SlideShare for research.

Get up to speed on any topic. Instead of scrolling through pages of text, you can flip through a SlideShare deck and absorb the same information in a fraction of the time.

2. Share your insights and get noticed

Show what you know through a presentation, infographic, document or videos. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 80 million visitors come through targeted search. This can help you build your reputation with the right audience and cultivate more professional opportunities.

Take Action: Expand your content marketing and raise your online profile in 2019 by tapping into the power of SlideShare. The good news is that you don’t even have to create original content to do this. Simply find some content you have already written and get ready to breathe new life into it.

Here’s to your social media success!

Posted in #HCSM

How To Show Your Healthcare Campaign Some Love This Valentine’s Day

I’ve been checking out some Valentine’s themed campaigns on Twitter this week.

I like this use of video from @NHSEnglandLDN

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And this example from @AtaxiaandMe

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And this example from

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The Irish Heart Foundation tick a lot of boxes with their use of a dedicated hashtag #showsomelove.

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How about you? Have you any Valentine’s themed healthcare marketing examples to share?

Posted in Cool Tool

Monday Morning Cool Tool: Display Purposes

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favorite tools with you at the start of each week. This week I’m recommending a tool called Display Purposes which helps you find the best hashtags to use on social media.

The tool is particularly helpful for Instagram, where hashtags are how people find your content.

So simple to use, and really effective. Here’s how it works when I add “Monday” to the search bar.

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On Instagram you should aim to use a mix of popular hashtags (which many people browse), and less popular hashtags that you stand a chance of getting a spot in “Top” for. The tool is very useful for this as it returns the search results in order of descending popularity.

And something really super-cool, I can zoom in on my local region to gauge the popularity of the hashtag.

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You might like to check out this new report which looks at the latest Instagram best practices, including hashtag use. 

 

 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Create Twitter Threads

Welcome to this week’s quick social media tip. Today I want you to show you how to create Twitter threads. 

Not sure what a Twitter thread looks like?

If you spend any time on Twitter you’ve probably already come across a Twitter thread, but perhaps not know that it was a thread.  Threads are a series of related tweets shared in succession by one person.

With a thread, you can provide additional context, an update, or an extended point by connecting multiple tweets together. When used well, threads are a powerful way to illustrate a larger point.

Before threads, users would have to just continue replying to their own Tweets in order to link them together. This was a  way to work around the old 140 character limit.

How To Create A Twitter Thread

1. Click the “Tweet” button to compose a new Tweet.

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2. Click the new “Add another Tweet” button.

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3. This brings up a second Tweet window.

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4. Continue in this way adding threads until you’ve said all you want to say.  You can either publish the entire thread by hitting “Tweet All”….

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Or you can hit post each tweet in succession, which allows you to build momentum, perfect for a live event or an ongoing train of thought.

Publishing the entire thread gives your followers a fully-formed story — a better choice for a message you want to control a bit more, like a nuanced company announcement.

Here’s how your published displays on Twitter when complete.

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Want to learn more?

Check out this guide to Twitter threads on Twitter’s business blog.

Here’s to your social media success!

Posted in #HCSM

3 Places To Find Interesting Ideas For Your Healthcare Blog

Have you started a blog for your medical practice or healthcare facility? Are you sometimes stuck for ideas when it comes to popular health topics to write about?

I’ve put together a list of ten places to find topic suggestions when your well of inspiration runs dry. I turn to these places when I need a fresh injection of ideas for my own content marketing and I feel sure you will find them helpful too.

1.Buzzsumo

Buzzsumo is a useful tool to find which popular healthcare topics people are searching for on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.

In the example below, I’ve searched for the term “mental health” and you can see it’s brought up some interesting topic ideas!

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2. Keywords Everywhere

The Keywords Everywhere browser extension returns a host of long-tail phrases based on what people are searching for using specific keywords.

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Insider Tip: The Google Keyword Planner within Adwords is another useful tool to find ideas for content based on keyword search.

3. Quora

Quora is a question and answer platform where you can either ask a question about your topic or simply do a search using your topic keyword to find what people are asking about that topic. It’s a super place for market research. Make a list of those questions which you feel you could write about.

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You have the option to follow chosen topics in your niche. Once you do so you’ll keep seeing the ‘Top Stories’ (questions) in your Quora newsfeed. You can also check out the ‘New Questions’ option to see the latest questions. When you have written an article or blog post on the topic, go back into Quora and answer a question related to the topic. You can include a link to your post in your answer.

Insider Tip: Yahoo Answers and Reddit are also good places to do market research online.

Where do you find inspiration for your content marketing?  

Posted in Cool Tool

Monday Morning Cool Tool: TextOptimizer

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favorite tools with you at the start of each week. This week I’m recommending SEO tool TextOptimizer.

TextOptimizer helps you get a better search engine ranking by optimizing the text on your website. What’s cool about this tool is that it helps you surface topic ideas for your content marketing. You can see what people search for on the internet and tailor your content to answer those questions. Producing content loved by users and optimized for search engines means more organic traffic and more conversion.

Here’s how it works.

Enter your keywords in the search box.

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Choose which search engine you want to optimize for.

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Choose one of these options – I’ll go with sample text for now.

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The tool generates ideas for what I can write about based on what people are currently searching on Google.

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If I enter the URL of this website, Text Optimizer generates a score for me to see how well my content is optimized for search.

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These are just some of the things you can do with TextOptimizer. It’s a super tool so I encourage you to take a look around it and see for yourself.

Posted in social spotlight

Social Spotlight: Nora Cutcliffe (Part 2)

Welcome to the second part of my interview with BioPharma Consultant, Dr Nora Cutcliffe.

In Part 1, I spoke with Nora about the role social media plays in her work and she shared some super tips on getting the most out of Twitter and LinkedIn. In today’s interview, we pick up our conversation again.


Hi, Nora, I’m excited to learn more about how you use social media in your work. Can you tell us which topics hold your interest online?

NC: On Twitter, I try to stay focused on topics related to pharmacy-based immunization, i.e. within the ‘common ground’ of the 2 circles/fields I described in Part 1 of this interview. For example, if I see a detailed report on the future of pharmacy, I check to see if immunization is mentioned. Or if I come across a new update on immunization practice, I try to confirm if the role of pharmacists is acknowledged. If yes, then I’ll tweet about the topline conclusion(s), but if not, I may ask the organization, “Why not?”, i.e. by Twitter, private email, or other means – perhaps in person at a conference.

Nora, this is such an important step – and not one everybody takes. If, as healthcare communicators, we are to build our credibility and trustworthiness we should always check our sources before we share or re-share them. Tell us more about the next step once you’ve established credibility.

NC: Recently, I’ve been pleased to notice a new trend for continuing education (CME) modules, in that CME immunization topics are include pharmacists on their panel of key opinion leaders (KOLs), alongside physicians and nurses (e.g. via @mdBriefCase). Other CMEs are also being  created specifically by and for pharmacists on vaccine topics (e.g. via @PharmacyU). I like to share these on Twitter too, since many PAI and other immunizers might not otherwise know such cross-functional resources exist.

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For a newly published report or CME, my usual approach is to ask: “Which organization needs this info and/or would be proud to RT this to followers (since it casts them in a positive light)?” Then I re-direct the piece to the association(s) at their Twitter handle(s), i.e. as a pre-packaged gift, if you will. Sometimes I tactfully add additional or more current resources in an attempt to achieve a win-win-win outcome – i.e. for the initial tweeting organization, for the group posting the Retweet (RT), and for myself, as I gain credibility as a specialist who is able to connect the dots. I also like to cross-pollinate by tweeting updates from Canada, US, EU, and AU, i.e. to provide for broader context for international experts with an interest in the field of Pharmacists-As-Immunizers.

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Even within Canada, where each of our 13 jurisdictions has a different scope of pharmacy practice, along with variation in immunization recommendations and/or funding, I find there is significant engagement for tweets that summarize local (provincial/territorial) and national data.

Again another important step Nora. The wonderful thing about Twitter is that it’s a global conversation – it’s important that we acknowledge this in our work. Learning from others and sharing best practice is critical. Do you think organizations are doing enough in this area?

NC: A key observation I’ve made is that several organizations in health care (particularly including public health associations that oversee immunization) appear to handle their social media (SM) activities with very limited budgets and/or staffing. Many such associations may tweet only 1-2 times per week. In these cases, account administrators may be actively looking for relevant content to RT (to help keep their feed alive) and may tend to be more receptive to retweeting general news updates. At the other extreme, some other Twitter accounts may only post their own association materials, according to a pre-scheduled calendar, and might not post RTs of any kind. However, it appears that most accounts will post RTs to supplement their own tweets, and these accounts typically have greater engagement with followers overall.

This is something I’ve seen repeated across many organizations and it’s so interesting that you’ve observed it and stepped into the breach. Have you observed anything else when organizations use social media to disseminate key information?

NC: Another phenomenon related to scarce resources is that some organizations tend to send out email blasts, but do not simultaneously post the same info on their existing Twitter accounts (or ditto for LinkedIn). In these cases, it’s easy for me to repackage the info from an email notice into a tweet which can then be readily sent as an RT from an official/association Twitter account, again gaining visibility for both of us. It’s surprising how many such gaps exist, even just considering my own daily email alerts, so I see this as an excellent opportunity for me to leverage resources by helping such organizations reach a broader audience.

You’ve clearly demonstrated your social media savvy and one of the things that strike me most forcibly about you is how you are so thorough in your approach to social media. For someone who is newly starting out on this path, what advice would you offer to them?

NC: Thanks Marie!I think the most valuable learning approach is to identify a few SM ‘gurus’ in your specific area and follow them as gold standards for your own practice. By paying close attention to the nature of individual posts and replies, there is so much to absorb and apply.

For me, several leaders and/or organizations jump to mind when I think of who is rocking SM, at least on Twitter, both in Canada and abroad (and considering 3 different content streams):

That’s a great mix – tell us some more about why you chose these leaders.

NC: It’s readily apparent that these top influencers have several skills and approaches in common; they demonstrate knowledge, resourcefulness, and enthusiasm, while also expressing gratitude, courtesy and a personal touch in their individual replies – all of which encourage engagement and greater sharing among followers. So I believe these are essential elements of a winning formula for SM leaders.

Absolutely! Any other suggestions for social media newbies?

NC: Apart from following experts, I would also suggest attending a live workshop in your local area on at least one SM platform of interest. For me, it was very reassuring to learn during (or after) the main presentations that others had similar questions to get off the ground, or that even those with significant experience had more advanced questions that allowed me to take a test-drive on the road ahead.

That’s a super point Nora. I know from my own experience way back when I started I was afraid to ask many questions for fear of appearing stupid. I thought everyone who was using social media had it sussed. It’s easy to forget that we all had to start from scratch at some stage.  Any other tips to share?

NC: To look at a few simple mechanical tips (for Twitter), I would suggest the following:

  • Aim to include a graphic or video with as many tweets as possible.
    • A super-easy way to begin is with an image from a Google search (or other source of free stock photos, as recommended by @JBBC), and then copy this image into Powerpoint by creating a single slide in ppt format. Then, convert/save this to jpeg format to post on Twitter. This allows you to add eye-catching borders, which you can customize to create a signature look for your brand. Even better, Powerpoint allows you to insert additional text (in a text box), so you can extend your message well beyond 280 characters. A font size of at least 24 (in ppt) seems to work well for the final tweeted image, e.g. as viewed on a mobile phone.
  • In cases where you would normally send out a quick RT, consider the option to “RT with comment”, which allows you to add your opinion, set the tweet into context for your specific audience, and/or send it directly to another follower (so they receive a notification) by inserting their Twitter handle.
    • In your own comment, avoid repeating the same headline or text from the original tweet, but insert new wording to add relevant detail. In this way, you can provide further ‘bait’ for followers to open and read the original tweet, and to understand your take on the story.
    • If urls are included in the original tweet, I like to open the link(s) to read the full story, and potentially get a quote. Where possible, I try to directly acknowledge the relevant expert (or author and/or publisher) by looking up their Twitter handles (using the Twitter search function), so I would end up with some of the following pieces in the comment for the RT: “text text text @expert @author @publisher @organization #hashtag #hashtag”. This allows these folks to see that you are promoting your work, so they are much more likely to engage with your subsequent content in terms of follows/likes/RTs.
  • To save characters in your tweet (i.e. to claim more ‘real estate’ for critical text/hashtags/handles), be sure to use https://bitly.com/ or some other URL shortener to condense URL links.

This has been a fascinating interview – I’ve even learned a thing or two from you! So I like to finish these interviews by asking folks to share a favourite quote. Do you have one you’d like to share with us?

NC: In my case, I’ve made very gradual progress with SM over the past few years, with lots of upside potential still ahead. So the following quotes really resonate with me, particularly since trial-and-error can be the best teacher, and since the goal of ‘conquering’ SM continues to be a moving target. Also, it’s fascinating that while these quotes were penned long ago, they are still remarkably applicable in our modern-day digital world!

The secret of getting ahead is getting started. (Samuel Clemens, better known as Mark Twain, born 1835)

You don’t have to have it all figured out to move forward. Just take your next step. (Unknown)

The expert in anything was once a beginner. (Helen Hayes, Actress, born 1900)

And for final inspiration, if I may, here’s one last quote that popped up on Twitter as I’ve been wrapping up my thoughts – must have been Karma!

If you never stop LEARNING you’ll never stop EARNING. (tweeted by @jerryacuff Jan. 19, 2019.

That’s a perfect quote to end our interview on – in social media we never stop learning and that’s what I find most rewarding about working in this space. Thanks so much Nora for sharing your insight with us – this has been a super interview.

You can follow Nora on Twitter @NoraCutcliffe and connect with her on LinkedIn.


This post is part of an ongoing conversation that explores how patients, healthcare professionals, and researchers use social media to communicate their work. For more interviews, click here

Posted in #HCSM

21 Things To Tweet About In February

Maintaining a consistent posting schedule on social media – whether it’s writing blog posts, or sharing updates on social media channels – can be a challenge.

When I teach social media classes, I always recommend creating a social media calendar so you can map out in advance upcoming holidays and cause awareness days.   By doing this, you will have a ready supply of things to share on social media.

To help you plan your content in advance, I’m going to highlight some events happening this month which you can add to your calendar.

See which of the following awareness days you could build engagement around. You could write a blog post, create a video or graphic, and then share it on Twitter and Instagram with the relevant hashtag.

Have some fun with these – but do make sure whatever you create and share fits with your brand!

Feb 2. Saturday, Groundhog Day #GroundhogDay

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Feb 3. Sunday, Super Bowl LIII #SBLIII

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Feb 4. Monday, World Cancer Day #WorldCancerDay

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Feb 5. Tuesday, Safer Internet Day #SID2019

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Feb 8. Friday, National Boy Scouts Day #BoyScoutsDay

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Feb 9. Saturday, National Pizza Day #NationalPizzaDay

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Feb 11. Monday, Inventors Day #InventorsDay

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Feb 13. Wednesday, World Radio Day #WorldRadioDay

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Feb 14. Thursday, Valentine’s Day #ValentinesDay

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Feb 17. Sunday, Random Acts of Kindness Day #RandomActsOfKindnessDay

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Feb 18. 18. Monday, Presidents Day #PresidentsDay

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Feb 20. Wednesday, World Day of Social Justice #SocialJusticeDay

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Feb 20. Wednesday, Love Your Pet Day #LoveYourPetDay

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21. Thursday, International Mother Language Day #IMLD

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I feel sure you’ll find something to share on one or more of these days. Tag me on Twitter @JBBC if you do – I’d love to see what you come up with. 

Posted in #HCSM, Thursday Tip

#ThursdayTip: Embrace Long-Form Content

Welcome to this week’s quick social media tip. Today I want you to think about how you can add more long-form content to your content marketing strategy.

It seems ironic, but even with the popularity of video and expiring content, there also exists an appetite for longer, more in-depth content.

serpIQ did a study of the average length of the content in the top 10 results of search queries. The company found that the top-rated posts usually were over 2,000 words.

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Long-form content also gives you an SEO edge. Put simply, search engines are built to serve people the best content, from credible sources, that answers users’ questions. Google has made it explicitly clear that it now prioritizes longer, informative posts over short ones that exist only to sell a product.

Try writing posts that are 1000 to 2000 plus words. Make them a resource type post that people will want to link to when they are writing their posts.

This tactic is no short-cut to success. To write a comprehensive, long-form piece of content with practical application that people want to share and link to takes a lot of research and time.

You won’t write this sort of content every day, but if you plan to make 2019 the year you will produce just one piece of stand-out content, I promise you will look back at the end of the year and feel you’ve really achieved something worth the effort.

Here’s to your social media success!